Paris Saint-Germain teams up with Colette in Los Angeles

By

Olivier Guyot

Translated by
Nicola Mira

Published
Jul 19, 2016

The initiative is an innovative marketing concept for French football. For several seasons now, major European football clubs have combined pre-season training with charm offensives. As a result, a host of friendly tournaments pitting prestigious European clubs against one another have been staged in China, the Middle East and the USA.

This season, French club Paris Saint-Germain (PSG) will play Real Madrid (Spain), Inter Milan (Italy) and Leicester City (the English Premier League champions) in the USA. In parallel with the tournament, the Paris club will set up a pop-up store called 'LA Galerie by Paris Saint-Germain', devised with Sarah Andelman, of the Colette store, at the 7th Letter Gallery on Fairfax Avenue, West Hollywood.

"Our presence in California, Ohio and Oregon for the first team's football games, and the West Hollywood pop-up store, are both opportunities to meet with our fans all over the country, and to broaden the PSG family in the USA," stated Fabien Allègre, the PSG brand's Director of Merchandising and Diversification.

The pop-up store will open from 22nd to 30th July, opening a window on PSG's world. It will also showcase the club's collaborations, this time with Nike, Levi's, Beats by Dre, Primitive skateboards and the surfboards by Jack's Surfboards. Also, with OMY's XXL colouring products, Jason Makk shoe care products and a selection of other items devised by the Colette store team.